This document provides guidance on how to effectively utilize social media for marketing purposes. It begins by discussing how social media has changed communication by enabling engagement between organizations and audiences. It then reviews various social media platforms like blogs, social networking sites, microblogging, photo sharing, and video sharing and provides examples of how museums can use different content types on each platform. The document stresses integrating social media platforms with a organization's website and treating each interaction as an opportunity to engage potential visitors. It provides tips on developing a social media policy and monitoring conversations to protect an organization's reputation online.

1. How to Make the Most Impact with Social Media Marketing – and How to Get Started Mathias Bergendahl Certified Association Executive

2. Panelist Christina Lane Marketing & Communications Director

4. Over 47 million members in over 200 countries

5. Over 47 million members in over 200 countries

6. Over 47 million members in over 200 countries Over 200 million members across the world

7. Over 47 million members in over 200 countries Over 200 million members across the world

8. Over 47 million members in over 200 countries Over 200 million members across the world Every minute, ten hours of video is uploaded to YouTube.

9. Communicating with Your Audience Past Versus Now Engage With Web 2.0 Speak To Web 1.0 Next: Web 3.0

10. What Enabled the Change? Social Media

11. Wikipedia on Social Media: Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives. Social media can take many different forms, including text, images, audio, and video.

12. Available Social Media Platforms

15. Communication• Multimedia • Testimonials Blogs

16. Three Blog Solutions

22. Communication• Multimedia • Testimonials Social Networking

24. Communication• Multimedia • Testimonials Micro-Blogging

26. Communication • Multimedia• Testimonials Photo Sharing

28. Communication • Multimedia• Testimonials Video Sharing

29. Communication • Multimedia• Testimonials Sample Story Ideas Preview of upcoming exhibit Interview with a Curator Community Connection Description of Education Programs Artifact/Artwork of the Week This Month in Florida History Video Sharing

31. Communication • Multimedia• Testimonials Live Casting

33. Communication • Multimedia • Testimonials Ratethismuseum.com Consumer Reviews

34. Don’t Spread Yourself Thin Pick Platforms Based On Cost Awareness Target Audience Difficulty Level Brand Integrity Reach Selection of Platforms

35. Top Ten Reasons to Engage in Social Media

36. 1. Audience Development & Loyalty

37. 2. Word of Mouth

38. 3. Free or Inexpensive

39. 4. Event Marketing

40. 5. Feedback & Opinions

41. 6. Be the News Source

42. 7. Effective Communication to Buy Mind Space

43. 8. Professional Connections

44. 9. Interact & Monitor

45. 10. Spreading the Word through non-media sources

46. Social Media: Essential Component of Marketing Mix A changing media environment: Fewer television news crews and available newspaper reporters Before: Reliance on traditional news outlets Now: Publicity through social networks Before: Lack of outlet for multimedia Now: Video and photo sharing through YouTube and Facebook

47. Action Plan Define purpose of each social media platform Blog Website Syndication Link Integrated Approach to Social Media: Treat every platform as your first handshake with a potential visitor or donor

50. Social Media = Virtual Cocktail Party Choose Your Content Carefully Avoid content through which consumers and other professionals may obtain a negative perception of you. Opinions – Politics – Religion – Online Groups and Associations – Humor – Pictures Guilty by Association Your Online Content May Last Forever

51. How to Damage Your Reputation in Eight Easy Steps 1. Branding Yourself as a Fan of Playboy Magazine 2. Enough with the FaceBook Quizzes 3. Online Photo Album 101: No, I don’t want to see your Speedos 4. Use Platforms for Both Business and Pleasure 5. Cyber-TMI: Finding a Balance of What You Share 6. Tell Them Like It Is! 7. Want to Be My friend? 8. Nobuddy Cares About My Speling

52. Social Media Time Management for Museum Staff 1. To Be or Not to Be On Social Networks 2. Avoid Mixing Business and Pleasure 3. Set Goals, and Enter to Execute 4. Define the Purpose of Your Networks 5. Limit Your Time

53. Social Media Time Management for Museum Staff 6. Manage Your Tweets and Updates 7. Be a Resource, Not a Chatterbox 8. Publish Once, Appear Everywhere 9. Allow Readers to Subscribe to New Blog Posts 10. How to Avoid Time-Consuming Research for Story Ideas

54. Social Media Policy 1. Define the purpose of social media 2. You’re responsible for what you write 3. Be yourself 4. Make content suitable for your audience 5. Use good judgment when you participate in social media

55. Social Media Policy 6. Become part of the social media community 7. Don’t violate copyright laws 8. Define what you can share and what’s confidential 9. Make sure your content is valuable 10. Don’t waste time – be productive

57. Monitoring the Rumor Mill

58. Monitoring the Rumor Mill Google Alert Twitter

59. Monitoring the Rumor Mill

60. Panelist Christina Lane Marketing & Communications Director

61. Questions for Christina: How long have you and your museum been engaged in social media? What did you hope to accomplish by using social media when you initially began? Which social media platforms is your museum currently using and how are you currently using them? Can you describe what you’ve done to integrate your website with your social media platforms?

62. Questions for Christina: Who’s in charge of your social media efforts and who’s monitoring the conversations at your platforms? What tactics have you employed to grow the number of fans at your Facebook fan page? What have you done to maximize your online exposure while minimizing the time you’re spending adding content to the platforms you’re using? Do you have a success story to share?

63. Q & A

64. Please go to www.linkedin.com/in/mbergendahl to view today’s presentation or search for mathiasbergendahlat slideshare.net